Is there still room for the ‘big idea’ in modern marketing?

In today’s world of digital engagement, native advertising, social influencers and crowd-sourced creative, we increasingly see advertising activity dispersed into ‘penny pockets of invisibility’ adding up to brand fragmentation rather than brand building.

According to Yankelovich, consumers today are bombarded by 5,000 ad messages every day – try remembering just one you saw yesterday?


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